Monthly Archives: August 2011

True communications

Many people now have an aversion to traditional advertising

It started with an idea that scared the hell out of me.  What if PR and advertising as we’ve all known it to be didn’t work anymore? What if the media didn’t carry the same influence as it always had or if people simply stopped watching television? At the time, these
were radical thoughts, but now they aren’t so far-fetched and people are actually beginning to watch less television.

True Digital Communications was formed on the belief that digital communications is built on a foundation of open, honest and relevant conversation. Gone are the days of simply interrupting with advertising or building brands with crafty, expensive public relations campaigns. Simply by performing a search, key audiences can learn everything they need to know about a brand including its products, personality, customer interactions, employee morale, history, reviews, etc. This is what I call a brand’s Digital DNA – the brand with all of its beauty and warts is on full display, every minute of every day. There is no place to hide it. So why not embrace your organization’s Digital DNA and build a proactive communications program around it?  Sounds like a bold idea but to the digital marketer, this is the opportunity.

I created True to help brands find and develop their voice through search marketing, digital public relations, email marketing, mobile and analytics. True, honest and effective communications is not just from the brand, but from all of its constituents, too. Working together, the effects on brand awareness, loyalty, customer service and thought leadership is exponentially more powerful than anything implemented through traditional means.

New thinking and new processes are done through a new type of marketing professional.  They love communications but understand the power of spreadsheets and analytics to understand what’s working and why. They are trailblazers who respect traditional means but embrace technology and new thinking to create better, more effective ideas and processes.

Team True is made up of professionals who vary in age and experience, but who are the best-in-class at what they do. Working together, we bring down the wall between traditional marketing silos and embrace new technologies and new thinking to create a brand voice in the digital space.

We welcome your thoughts and reactions to our ideas. The potential for an organization that embraces true communications – pure, relevant, naked, honest – is enormous.

It’s time for True communications.